Other Case Studies
George Weston Foods
If it's made by hand it's made by Two Hands
Cerebos Gregg's
Helping Kiwis tell it like it is
Campaign for Action on Family Violence
Jeff
The National Bank
For the Places You'll Go
National Depression Initiative
The Journal
Whitcoulls
A Little Bit Wonderful
Robert Harris
Inspirational Moments
Ministry of Health
Like Minds, Like Mine
Ministry of Social Development / Families Commission :: Campaign for Action Against Family Violence
To watch the Campaign for Action Against Family Violence TV ad, you need Flash. You can get it right here and we’ll be waiting for you when you return.
Still not sure? Over 95% of Internet users in New Zealand have Flash. It’s really very useful for watching great clips just like this Family Violence TV ad.
Why Change?
In New Zealand, police respond to a family violence incident every 7.5 minutes – a completely unacceptable statistic. But New Zealanders were in denial about the prevalence of violence and the harm it causes. Our challenge: to reduce society’s tolerance of violence, increasing their propensity to act in the face of violence and to also motivate people to seek help for their violent behaviour.
What Changed?
We created a campaign message that gave people a language around family violence – that "It's not OK". A television campaign brought together role models and everyday Kiwis, who encouraged all of us to stop looking the other way, get involved and ask for help. To motivate perpetrators to get help we also told the real stories of men who had abused their partners, but who had changed their ways.
One in five people have reported taking action against family violence. Thousands of calls have been received by the Family Violence Information Line. Thousands more enquiries have been made through www.areyouok.org.nz.
The campaign is making families safer.